This topic was started by IdeaMines.
I own a men's retail store in one of Lahore's finest localities.
We specialize in men's wear with a strong accent on accessories such as belts, ties, tie-fobs, cravats and links etc.
We advertise in local newspapers on seasonal basis such as Eids, and sometimes when we have some exclusive product that we need to move fast.
The cost of advertising is going up very much. We are looking for some alternates.
Any help will be appreciated.
You have not mentioned the locality. I am presuming it would DHA or Liberty or some such area.
Ask you ad agency to talk to the Traffic Warden Department of the City Government in Lahore. It could be possible to arrange cooperative advertising with them, promoting traffic safety, rules of the road etc, with your name as the sponsor.
This can give you year round exposure. If the location of such signage is carefully selected, you will also get a targeted audience.
Newspaper Hawkers run Leaflet Distribution Services. They insert printed leaflets supplied to them, and distribute them with their newspaper drops in the area you designate. Charges are nominal.
Get your agency to find out if Internet Advertising would fit your budget. Most of your customers would be computer literate and computer users.
It is possible to target Internet Advertising very sharply. Gmail, Yahoo, Hotmail, other such sites are worth looking at.
Try distribution of single leaf, illustrated, double-side colour printed A-4 leaflets outside mosques in your area after Friday prayers. This sounds primitive but helps immensely. Leaflets Should NOT be tucked under wipers of car windscreens, and should not be shoved into drivers’ faces while they are waiting at signals. This is a great put-off. They should distributed by courteous people and given to people who accept them.
You must be having one or more bank accounts. Talk with someone who is a zonal/regional head and arrange to have your leaflets placed in well-designed dispensers at counters or in the reception area of branches in your locality.
Arrange to have your leaflets mailed with phone, cell-phone and credit card customers. It is possible to do a targeted mailing by qualifying, for example “send only to subscribers whose average monthly bill is more than PKR 2,500” to the phone companies and “send only to members who spend more than PKR 10,000 per month on average”. Offer some discount to recipients of such mailings, put a code on the leaflets supplied to each telecom or card issuer, so you can track where your customers are coming from.
Try couponing. This is one way you can do it very easily:
To every customer who makes a purchase above a certain slab (Say PKR 5,000/- this will depend on the average sale price of goods you sell) TWO nicely designed and produced discount coupons (Your agency will happy to do that for you). Offer identical discounts on both coupons (say 15%) if purchases are made within the next 90 days presenting that coupon. One coupon will for the customer, the second will be for someone whom that customer thinks should get quality products at a discount from a quality establishment.
There are many ways you can economically and affordably promote your business. Keep an eye on the ROI.
« Last Edit: December 20, 2011, 11:12:55 PM by Gopalan »
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